JACIII Vol.16 No.5 pp. 561-566
doi: 10.20965/jaciii.2012.p0561


Strategic Management and Design Innovation in the Long-Standing Company Kyogashi Master “Suetomi”

Yusuke Irisawa and Shin’ya Nagasawa

Graduate School of Commerce, Waseda University, 1-6-1 Nishi-Waseda, Shinjuku-ku Tokyo 169-8050, Japan

October 15, 2011
December 31, 2011
July 20, 2012
design innovation, strategic management, Kyoto, Japanese confection, Suetomi
Japanese Confectionary “Suetomi” is a high level brand among Kyoto’s long-standing companies. This always makes the Japanese sweets a high level in Kyoto, and gets the high appraisal from the parties concerned the master of the tea ceremony, such as “Urasenke.” In this study, we present an analysis of Suetomi’s management strategy and its strength and differentiation based on an interview with the president, Mr. Yamaguchi. Then, we analyze their innovation from the viewpoint of product innovation and affective value (i.e., sense value). Finally, we discuss the innovation of the Kyogashi design based on our research. In conclusion, Suetomi has a different strong point from the other company as a long-standing company of Kyoto confections and we have understood performing the management strategy which establishes a sustainable competitive advantage using it. Thus, they have performed the design innovation of Kyoto confections products in the management strategy which is compatible in tradition and innovation, and have created the value of a customer’s sensitivity.
Cite this article as:
Y. Irisawa and S. Nagasawa, “Strategic Management and Design Innovation in the Long-Standing Company Kyogashi Master “Suetomi”,” J. Adv. Comput. Intell. Intell. Inform., Vol.16 No.5, pp. 561-566, 2012.
Data files:
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  2. [2] T. Yamaguchi, “Kyo⋅Suetomi Kashi Goyomi,” Tankosha, 2001 (in Japanese).
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  5. [5] S. Nagasawa and S. Enoki, “Hit Shouhin ni miru Product Innovation,” Koyo Shobo, 2006 (in Japanese).
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  8. [8] T. Yamaguchi, “Kashi Master Suetomi Kyogashi no Sekai,” Sekai Bunka Publishing, 2011 (in Japanese).

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